Australian distributor Looking Glass International has picked up the worldwide distribution rights to the competition format The Fashion Hero (pictured).
Created and produced by Caroline Bernier of Beauty World Search, the format follows a nationwide casting call, in which candidates are selected by various fashion and beauty brands to represent their products for a year. Candidates must then collect votes through social media, and build an audience and following online ahead of the TV series. Brand representative as well as online voters will select the finalists, with up to two final winners per brand.
A Beauty World Search-produced pilot titled On the Road to the Fashion Hero is slated to debut on U.S. syndication networks on March 25, according to the distributor. Looking Glass International has both format and finished rights and will bring the project to MIPTV in April.
“I’ve been in the beauty and fashion industry for over 25 years, and I’ve come to realize that the fashion industry has gone on a marketing craze, dictating what a person should wear and how they should look, alienating a vast majority of the population,” said Bernier, CEO of Beauty World Search, in a statement.
“I always wondered how nice it would be to see real people, real beauty, represented in those advertising campaigns, instead of airbrushed, Photoshopped, unattainable ideals of beauty,” she added. “I want to give this planet a big self-esteem hug and create something that will give back to our society.”
Nha-Uyen Chau, founder and CEO of Looking Glass International, added: “We are committed to distributing programs with strong international appeal and believe that The Fashion Hero fits perfectly with our portfolio of unique, high-end and out-of-the-ordinary programming. Both broadcasters and audiences everywhere will be intrigued by this innovative cross-media package which has all the qualities of global success.”